Nissan North America Unveils Second Phase of Its New Advertising Campaign Targeting the African American Market

    GARDENA, Calif.--Feb. 7, 2003--Today, Nissan North America, Inc. (NNA) announced the launch of phase II of its "Black Experience" advertising campaign. This new work will feature television spots, as well as new print and outdoor advertisements.
    The television spots, which debut Saturday, February 8, will showcase African Americans past and present. The spots are designed to represent the journeys of those that have traveled and have helped influence the shifters of today and beyond.
    "We believe that the second phase of `Black Experience' will inspire and make a positive impact on everyone it touches," said Steve Wilhite, vice president of NNA marketing. "The goal of the campaign is to share positive, insightful messages that celebrate the rich history and promising future of African Americans."
    Consistent with current Nissan advertising theme SHIFT_, the second phase of "Black Experience" clearly identifies what Nissan attempts to accomplish as a company embracing diversity and inclusion on all fronts -- to challenge everyone to change a life, a world, or simply the way we move through it.
    There will be 30- and 60-second television spots directed by award-winning filmmaker, Malik Sayeed. The spots highlight notable people of today by contrasting their achievements with challenging roads that were traveled in the past. Sylvia Rhone, CEO of Elektra Entertainment Group, Dr. Valerie Smith of Princeton University and the illustrious Gordon Parks are featured in the spots. The spots will air on network and cable stations including ABC, FOX, WB, UPN, ESPN, Food Network, Bravo, Comedy Central and E!.
    The print ads will be featured in March and April issues of such publications as Black Enterprise, Essence and Savoy magazines. They will include some of the same images from the television spots and will mirror faces of today with faces of yesterday.
    The Black Experience campaign was developed and created by African American owned and operated TRUE Agency. TRUE Agency is Nissan's transcultural advertising agency of record. Nissan hired TRUE in July 2002 to develop advertising strategies and campaigns that position Nissan as a relevant and compelling brand to the African American market.
    "This campaign is truly dynamic," said Christopher Davis, creative director, TRUE agency. "As the first phase of `Black Experience' unites with the second, Nissan will challenge people to explore their own boundaries while embracing the essence of those that preceded them."
    In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at www.NissanUSA.com or www.infiniti.com or contact the corporate media line at 310/771-5631.